I don’t know Andrey Dashkov, but I know the man he works for: Doug Casey. And when it comes to the larger view, I trust Doug. He’s not just a serious student of investing, he’s a brilliant thinker with a sound, philosophical approach to life.

Andrey, like me, has no idea about what 2021 will turn out to be in terms of the stock market. But he’s playing it on the conservative side. He cites three reasons:

* He begins by stating his concern over impending lockdowns, citing the three that have already taken place in the UK since the start of the year. He explains that the virus and lockdowns’ effects were made clear last year with a 31% blow to the S&P in March, and warns that the new, more contagious strain recently found in the US may force even more lockdowns around the world.

* His next concern is that of “higher inflation expectations.” He explains that on January 4, “the breakeven rate – an inflation gauge based on interest rates – climbed above 2% for the first time since 2018.” He adds that while moderate inflation is to be expected after an economic crisis (i.e., a global pandemic), it also “erodes purchasing power” and warns that “If inflation runs high in 2021, a lot of what you buy day-to-day will get more expensive.”

* Dashkov then points to the S&P’s volatility index (which he refers to as Wall Street’s “fear gauge”) on January 4, pointing out that “it was up 19% from where it was at the end of 2020.” Due to this volatility, he would “urge you to err on the safe side… before rushing into bargains or panic selling.” He also suggests adding some gold to your portfolio to have “a safe haven against volatile market moves, as well as government spending and future inflation.”

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“Creative without strategy is called ‘art.’ Creative with strategy is called ‘advertising.’” – Jef I. Richards

 

The Problem With Most “Good” Marketing Copy”

“Sales been growing amazingly for two years. Now, all of a sudden, they’re flat. Worse, they’re in the red. I’ve looked at the P&Ls and the marketing reports. I’m 90% sure the problem is in the marketing. In any case, something is terribly wrong. And we have to figure it out and fix it fast. This needs your immediate attention.”

This email was sent to me by a client in 2009. At that time, the sender, the founder of the business – an information marketing company – was living abroad. He wasn’t able to come back to the States to try to fix the problem himself, so he was asking me to see what I could do.

I jumped on a plane the next day and spent the flight looking through the numbers. When I arrived, I met with the CEO. We spent the afternoon poring over her marketing campaigns and comparing one to another.

“It makes no sense to me,” she said. “We can’t seem to get a new campaign to work anymore. The backend is suffering, too.”

She was right. During the prior 3 years, sales had skyrocketed. More impressively, profits had more than tripled to more than $8 million.

We looked first at the media she was targeting. My belief is that of the three key factors that affect marketing success – media, offer, and copy – media matters most. You can have great advertising copy and irresistible offers, but if you direct them to the wrong prospects, the results can be close to zero. But when we compared her media buys to those of her competition, there was almost no difference.

It wasn’t the media.

Next, we looked at her offers. Were they perhaps aiming at a cart value that was too high or too low for the market? They were not. Were their terms and guarantees comparable to the competition? They were.  Were the offers themselves easy to understand? Yes, they were.

The offers were not the problem.

Could it be the advertising itself?

I considered every campaign she had done in the past several years. It was obvious that Pareto’s Principle was at play here: 80% of the revenues had come from less than 20% of the campaigns. In fact, nearly 80% of the growth in new buyer revenue had come from a single campaign. When that stopped working, everything else did too.

Now we were getting close to the answer. The sudden and steep decline in sales had occurred in a period of time that trailed the descending responsiveness of this single advertising promotion.

They had tried to replace it with something as good or better. More than a dozen different angles had been tested against the “control,” but they all failed.

So, I took copies of the control – that original advertising piece that had worked so well – and all the promotions that had been written to replace it. And I spent the weekend going through them again.

I didn’t actually need the whole weekend to figure out what was going on. The problem was evident in the first replacement piece I studied. The problem was B copy. All the subsequent copy that had been tested was much, much weaker than the control.

B copy is the sort of advertising copy that all marketers are most familiar with. It’s good. It’s solid. It sells benefits, not features. It is written in plain, comprehensible language. It makes big promises, whether explicit or not. And it adheres to the invisible architecture that all good rhetorical writing must adhere to.

B copy works for 80% of the commercial market. It works for brand advertising. It works for B2B (business-to-business) advertising. It works for local and regional advertising. But it doesn’t work in the most competitive markets, which include information marketing (my client’s business).

To achieve sales success in competitive markets, you have to target the right media and present the proven offers, but you must also use A or A+ copy. B copy won’t do it. The advertising piece that had created that three-year sprint of grow was A-level copywriting. Everything else afterwards was B or B+ at best. Not good enough. Not nearly good enough.

That was one problem. But the even bigger problem was this: The CEO couldn’t tell the difference.

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Remembering KH

Tough day yesterday. I want to the funeral of a friend, a young man with a wife and four children.

I met him 20 years ago on the mats. We were doing light contact fighting. He landed a light jab squarely on my forehead. I went right to the floor. I was fine, but he was worried. “I’m fine,” I told him. “What the hell did you hit me with? It felt like a sledge hammer.”

KH was in his early 20s at the time. He was a big, barrel-chested kid, with traps that stood like mountains on his back and arms as thick as timber. He was also an excellent grappler. I remember thinking about how helpless I would be in a real fight with him.

KH was one of several members of my jiu jitsu team that I recruited into my business. During the first year of their apprenticeship, I would meet them during lunch hour in an attempt to educate them on certain things that were lacking in their education. We would play educational games – using flash cards I made about American presidents, modern artists, and philosophers. But our favorite game was a store-bought one called Le Nez du Vin – a box of 40 little bottles that contained different aromas inherent in wine tasting. I smile when I think of it. Imagine four 200+ pound men sniffing little bottles and saying such things as, “It’s definitely a floral… not lavender… maybe hibiscus or acacia?”

KH had perhaps the best nose of the group. And so he was seldom the recipient of the hazing that went on afterwards. (To keep the game athletic, the rule was that the loser each day had to lean over the pool table outside my office and receive a kick in the ass from the other players.

KH married a beautiful woman that worked for that very business, had four children with her, and enjoyed a very successful career. Earlier this year, he visited me and told me he was in the market for a new job. I was happy to recommend him to a half-dozen colleagues, all of whom were eager to employ him. He was going to start with one of them next week.

This weekend, I sent him an email, asking when exactly he was going to start his new job and how he felt about it. I didn’t get a reply, which was odd. The next day, BW (another member of that original group) texted to tell me that KH was dead.

KH had many qualities besides a strong intelligence and a good nose for wine. He was thoughtful, reliable, extremely loyal, and he was funny. His humor ran towards pranking sometimes, which I didn’t appreciate when I was the victim. As I knelt beside his coffin and looked at him, I half expected him to spring to life. (“Ha! Mark! I got you!”)

I felt awkward at the wake – and until I started writing this, I wasn’t sure why. I think it was because I could see so much of the 40-year-old me in him. He had so much more to do in his life. And here was I, at 70, at his funeral.

What can be said about a death so young? It’s not fair. Life isn’t fair. Carpe diem.

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Iris (2001)

Directed by Richard Eyre from a screenplay he co-wrote with Charles Wood

Starring Judi Dench, Kate Winslet, Jim Broadbent, and Hugh Bonneville

Based on John Bailey’s 1999 memoir, Elegy for Iris, the film looks back on his relationship with his wife, Iris Murdoch. It takes us from their early days, when Murdoch was an outgoing, freethinking intellectual and Bailey was a shy young professor, to their final days together, when Murdoch was virtually helpless, suffering from Alzheimer’s.

I watched the movie because I’ve always wanted to read Murdoch, ever since DK, a former colleague of mine at the University of Chad, recommended her to me. I read a few short stories and a couple of essays, but nothing more over the years. I felt vaguely guilty about that. And so when I saw the movie listed on Netflix, I thought I should watch it. And so I did.

It’s not a great movie, but it’s quite a good one. The story of the relationship is irresistible and heart wrenching. And the portrait of Murdoch, so capably played by both Dench and Winslet (as the young Iris), was so fascinating that I decided to read more about her and read one of her novels.

She wrote about two dozen novels. I chose The Sea, The Sea, which won the Booker Prize in 1987. (See below.)

Interesting Fact: For his role as John Bayley, Jim Broadbent won the Oscar for Best Supporting Actor at that year’s Academy Awards. The film also picked up nominations for Judi Dench (Best Actress) and Kate Winslet (Best Supporting Actress)

From Washington Post: “Not just a fitting document of a life brilliantly lived but a vibrant, almost palpitating piece of cinema.”

From Rotten Tomatoes: “[A] solidly constructed drama, Iris is greatly elevated by the strength of its four lead performances.”

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The Sea, The Sea

By Iris Murdoch

528 pages

Published in 1978 by Penguin Classics

After a successful but sometimes scandalous career as a playwright and director, Charles Arrowby retires from the hubbub of London to what he expects will be some years of tranquil solitude. His plan is to write a memoir about a love affair he had with his mentor, and to enjoy an occasional tryst with an actress he has been having sex with, off and on, for many years.

His plans are altered by the appearance of a middle-aged woman whom he has not seen since his adolescence. She was his first lover, and he remembers her as beautiful and slender. She’s now stout and very ordinary looking, but the spark is still there and he sets about trying to seduce her.

The first hundred pages of the book give the reader hope that the rest of the book will be a pleasant story of rekindled love. I’m just now getting further along than that and can tell that it’s going to be a very different kind of story. Other characters – mostly former lovers – are coming and going, and most of them don’t have good feelings towards Arrowby.

A great deal of the action is interior (his impressions in the memoir) and show him to be a somewhat selfish and superficial individual, despite whatever accomplishments he has had in theater.

This is a very modern novel in the sense that the protagonist is a somewhat ordinary man with many ordinary vanities and vices that leave him, like Willy Loman in Death of a Salesman, unable to carve out any real meaning from his life.

Murdoch’s language is rich, and her dialog and descriptions are filled with allusions to myth and magic. Arrowby’s confrontation with love and forgiveness makes this one of Murdoch’s most moving and powerful novels.

From Dwight Garner, The New York Times: “Profound and delicious for many reasons… a multilayered working out of [Murdoch’s] feelings about the intensity of romantic experience.” 

From Sophia Martelli, The Guardian: “Murdoch’s subtly, blackly humorous digs at human vanity and self-delusion periodically build into waves of hilarity, and Arrowby is a brilliant creation: a deeply textured, intriguing yet unreliable narrator, and one of the finest character studies of the 20th century.”

From Time: “The author renders her immorality play with painstaking attention to atmosphere: the changing hues of the waves, the slippery amber rocks, the strangely damp house are all made palpable. The old scandals are shrewdly reexamined, and Murdoch’s style is as saline as the sea below.”

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An email from NB:

About your essay “Being and Becoming”… thanks for the great read Mark. I am constantly saying (to my loved ones) that it’s not the achievement of the goal that matters but who I become in the process. I must have heard that from Zig Zigler or somewhere in the past and it stuck. I also saw a bit of myself in your personal story of becoming a writer.  

 

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Oh, boy. The Democrats have done it!

They’ve gained control of the executive office and both houses of Congress. This should be an interesting ride.

Will they re-regulate the economy, end fracking, and criminalize gender-specific pronouns? Will they pack the Supreme Court, end the filibuster, and mandate voting rights for criminals and illegal aliens?

Will they get us back into proxy wars?

Will the economy lift or falter or founder? Will unemployment rise? Will the stock market fall?

The only thing I can say with confidence is that our new president, his appointees, and our elected officials (from both sides of the aisle) are going to continue to spend money they don’t have and can’t possibly collect, even if they tax every working American 50% to 80% of their incomes, as some are hoping to do.

The national debt is about to soar. Commercial and consumer debt will follow. And not by billions, but by trillions.

When I look into my crystal ball I see lots of extremely expensive and astonishingly stupid experiments ahead of us – almost every one of which will fail.

But for those that have already planned for the worst, the next four years should be a high-speed cartoon movie of bureaucratic boondoggles, mad-cap appropriations, quixotic spending programs, and mind-boggling political and social initiatives that will keep us endlessly entertained.

Out with the old. In with the new!

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3 Facts, 3 Numbers, 3 Thoughts 

THE FACTS

* If you were floating around in outer space without a spacesuit, would you boil to death or freeze to death? If you guessed “boil,” you’re right. The lower the atmospheric pressure, the lower the boiling point of fluids, and space has zero pressure. So without a spacesuit, all the liquids in your body (i.e., blood, water, eye gelatin) would quickly come to a boil and you’d die from ebullism (the formation of gas bubbles in your system) or hypoxia (the lack of oxygen to your tissues) in about a minute.

 

* What is the single most important factor in maintaining health and longevity? Diet? Exercise? Genetics? According to a recent study, the answer is… wealth! An Oxford Academic study of 25,000 people in the US and England on “socioeconomic impacts on health/longevity” found that for both men and women, an individual’s level of wealth was the most important factor in living a long, disability-free life. This finding is consistent with many previous studies. In summary, the researchers stated that “higher wealth gives access to better housing, healthier life styles, as well as better health services.”

Another more plausible explanation: Smart decisions, good habits, and the ability to defer gratification makes you both wealthier and also healthier.

 

* The WHO has finally agreed with me: Large-scale lockdowns as a way to fight a pandemic like COVID-19 may be useful to keep hospitals from being overrun, but they have serious consequences. In a recent release, they admitted that lockdowns can have “a profound negative impact on individuals, communities, and societies by bringing social and economic life to a near stop.”

 

 THE NUMBERS

 

* 395%  –  the increase in Bitcoin’s value in the past year, according to data from MarketWatch. In January, BTC’s value was $8,000. It steadily increased through 2020 to its current value of just below $40,000.

 

* 0.7% – the chance of contracting COVID-19 from someone in your home if they are asymptomatic, according to a study published in the Journal of the American Medical Association. This is 25 times less than the already small chance of contracting it from a household member that does have symptoms (18%).

 

* 16 – the number of official languages in Zimbabwe (a Guinness World Record). They include Chewa, Chibarwe, English, Kalanga, Koisan, Nambya, Ndau, Ndebele, Shangani, Shona, sign language, Sotho, Tonga, Tswana, Venda, and Xhosa.

 

 THE THOUGHTS 

 

* “If you can walk away from a landing, it’s a good landing. If you use the airplane the next day, it’s an outstanding landing.” – Chuck Yeager

 

* “It is well enough that people of the nation do not understand our banking and monetary system, for if they did, I believe there would be a revolution before tomorrow morning.” – Henry Ford

 

* “The most relentless force in the universe is entropy. And that is why, to achieve anything in life, one must continually create order.” – Michael Masterson

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